Case study: Mezete Hummus from Jordan
Whilst exhibiting in Dubai at the massive Gulfood show, our brand Eternitea was shortlisted for the most Innovative Brand of the Middle East. The team there was invited to the awards dinner, sharing the table with us was the largest Jordanian manufacturers in the Middle East called Kasih; their long 12-month shelf life, ambient Hummus that was up for an award. I am pleased to say we won the award and all rushed up on stage, but when we returned to celebrate the table was empty, they had left.
The next day I went to find them at the exhibition to understand their brand and when I found them, I was completely sold on their product- it tasted amazing! I said to the owner Khaled, ‘the reason you didn’t win was your branding, the snack design is aimed far too much at the Middle East, there is not International appeal’. I then offered to rebrand his range and give it the shelf presence that would appeal more to a UK and EU consumer.
Over the following months we worked as a team to design a creative snack packaging that looked amazing, something that we felt would translate to every nation and every language. It was when we showed Khaled, he immediately fell in love with the snack branding and so we were given the responsibility of rebranding his whole range with our design. The next time we met was 6 months later at Anuga Food & Drink Show in Cologne and I was completely taken aback to walk up to his massive stand completely covered with our branding. Khaled took me to one side and said ‘Richard people don’t like your branding, they LOVE it’.
Since that time, he has opened up with Distributors all over the world. We worked with them for two years and adapted everything in their range to the same style of branding, it was an amazing adventure that changed their business and we will always be friends.
Take a dip into the Middle East and try Mezete now available at various brands such as Amazon, Holland and Barrett, BoroughBox, LNER and many more.
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